Nielsen branches out to target ad patterns

Forms new service to help national clients

NEW YORK — Nielsen Media Research has formed a new service to better help its national advertiser clients deliver more effective campaigns and respond more quickly to competition.

The Advertiser Services business unit, as it’s called, will leverage data from Nielsen’s national and local TV ratings services and the company’s existing tracking and verification services. Advanced data mining tools and information delivery systems also will be used to create special reports on customers’ advertising programs and competitive activity.

David Thomas, senior VP of Nielsen Media Research, will head the new unit, which is based in Gotham. The unit also has offices in Chicago and L.A.